Emotional connections. Rapport. Trust.
This is what you need to reach your audience and build a connection. And that’s what people are looking for. A connection. Relevance. Meaning. To achieve this, you must take chances, risk something, make a change.
“If you don’t like change, you’re going to like irrelevance even less.” Joe Tripodi, Chief Marketing Officer of Coca-Cola said this in his seminar at Cannes Lions.
To connect with your audience, you must know what they’re about. This generation is optimistic. Coca-Cola recognizes this and creates marketing that the audience can relate to.
You build rapport through listening and understanding your audience while providing opportunities for connections between the brand and the audience. It’s not enough to be there. You need to show that your company stands with the audience and behind them through their trials.
If you support them, they will support you.
Love and hugs from Cannes!